In a  recent article in Caterer & Hotelkeeper, Peter Hancock, Chief Executive of Pride of Britain said that ‘there is no such thing as succeeding in marketing because the job is never completed’ and advocated that ‘tracked sales is the icing on the cake’. He explained that ‘you devise initiatives, try them out, then improve or adandon them like a gardener constantly nurturing plants and banishing weeds’. This is not marketing as I know, love and practice it! Perhaps he was deliberatly trying to be controversial? It may be the way the hotel industry practices marketing, but I don’t think that approach would last very long in other industries.

Other posts of interest:

1. Is Marketing accountability destroying creativity?
2. Does Marketing only control one of the 4 Ps?
3. Charity Marketing